FANTA芬达品牌.ppt

Classified - Internal Use Only Fanta 2006 Business Plan  Nov. 11, 2005 2006 Strategy : Focus on Base Brand and Strengthen Fun Orange Equity via Creation of Fanta Fun Property Supported by Integrated Marketing Campaign Teens Daily Life in Normal School Looks Like …. School of Fun in Teens Imagination …. Fanta School of Fun is the first and only School of Fun for Chinese teens, It’s an imaginary school that is totally different from everyday “school” A dream world of spontaneous fun and creativity; of playfulness and laughter Everything that happens in the fun school is “fun” and “surprising”… from it’s hardware to software Students enjoy every minute they spend there Fun is unexpected, spontaneous, more exciting 2006 Strategy : Focus on Base Brand and Strengthen Fun Orange Equity via Creation of Fanta Fun Property Supported by Integrated Marketing S.C Has Evolved from A Super Film Star to an Icon of Chinese Pop Culture SC Matches Fanta’s Fun Proposition in Delivering FUN that Young People Desire and Will Raise Fanta’s Fun to a Whole New Level 2006 Strategy : Focus on Base Brand and Strengthen Fun Orange Equity via Creation of Fanta Fun Property Supported by Integrated Marketing 360 Integrated Activations of Fanta Fun School with S.C. as the Celebrity to Drive Fanta’s Fun Proposition Bottler Program: Internal Communication to Re-Engage System Attention and Resources To Fanta Bottler Program: Internal Communication to Re-Engage System Attention and Resources To Fanta Customer Plan: GT Mysterious Person Program Program Objective Improve Fanta product display in the cooler Increase Fanta sales through increasing cooler Fanta Stock To deliver Fanta School of Fun new image to the GT and get merchandising chance Program information Suggested Timing: Mid. Feb-Mid .Mar or Sep-Oct Target channel: Education Channels Target outlets: TG outside Elementary school TG inside/ outside High school and Junior school Outlets which around the park/stadium/cinema, which teens alw